Facebook has provided plethora of targeting options which help advertisers reach the closest audience to their actual TG. Advertisers use multiple targeting methods like custom audiences, Lookalikes, Demographics, Advanced parameters in different PnCs. While testing so many variations, some spends can happen in non performing audience segments as well. To ensure that we have least possible spillage and maximized results, we should be checking and fixing such segments, for which we need to leverage the breakdowns available onFacebook panel.

Breakdowns can be applied on Account, Campaign, Adset and Ad level.

1. Breakdown by Time:

Best scenario is to have increasing transaction/leads at decreasing cost on an incremental time frame basis (Month-on-Month, Week-on-Week, Day-on-Day). To ensure that this is achieved, we need to know if any specific time frame/ Day of week/ Hour of Day is not doing at par with other frames and fix them.

Checkpoints →

Performance variation over season ( Winter, Summer, Quarter)

Performance variation on Weekdays and Weekend

Performance variation of Working and Non working hours

2. Breakdown by Demographics:

Let’s say you have targeted people aged 20-50 who are living in India. Behaviour of a person may vary drastically and they may form a pattern which can be actioned upon to improve performance. We can check four parameters on facebook panel:

Age : Ranges of 18-24, 25-34, 35-44, 45-54, 55-64, 65+

Gender: Male, Female, Uncategorized

Country

Region ( Also, DMA regions in US)

Checkpoints →

Spent proportion on younger/ elder age group people

Tier I, Tier II and other cities.

3. Where were Ads shown:

The targeted user is shown on which device, which platform & placements;

Breakdown can be applied in AND function of above mentioned parameters. Eg: Age and Creative.

Pro Tip:

Some breakdowns can also be applied in AND function; one useful being Impression device AND Conversion device to check cross device impact of Awareness and Conversion. For eg: an observed trend is that people often discover your brand on mobile device but make transaction on Desktop.